The collapse in car sales in Europe in 2008 led to the introduction of car sales and scrappage incentive schemes which have to date been introduced in each of the four markets analysed in this report. Similar schemes introduced by France in the mid 90s indicate that when the schemes end, sales fall back to pre-incentive levels. The report looks at what the impact of the scrappage schemes have been on the car markets in Germany, France the UK and Spain.
In the largest sales category, volume brands, brands are closely matched with no little differentiation in the mind of the consumer. Brand image and reputation are the common weaknesses for volume brands. A volume brand that could cultivate a distinctive brand image or reputation, perhaps through niche semi-premium products, that differentiates it from its main competitors could increase share in
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The collapse in car sales in Europe in 2008 led to the introduction of car sales and scrappage incentive schemes which have to date been introduced in each of the four markets analysed in this report. Similar schemes introduced by France in the mid 90s indicate that when the schemes end, sales fall back to pre-incentive levels. The report looks at what the impact of the scrappage schemes have been on the car markets in Germany, France the UK and Spain.
